Saxonville Sausage Company used two research methods which are qualitative and quantitative. We can find out why the company used both methods by looking at the reasons why Sears hired Ann Banks. Banks had an experience in brand identity and development work. She not only just depends on developing a distinctive product but also knows how to match up core values in the ‘hearts and minds’ of consumers with the attributes of a product. She was the one that can make consumers feel that the product was specially made for them. Saxonville needed a positioning plan. First of all, she needed to find out the core values of consumers. To achieve this, she had to use qualitative methods. Based on the findings from qualitative research, she needed to make use of quantitative methods to back up the results with concrete numbers.
Initially, qualitative research was conducted with target consumers to understand their behaviors and needs. The next stage, they... [continues]
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